Trade shows and conferences offer invaluable opportunities for B2B businesses to network, showcase their offerings, and stay ahead of industry trends. However, to truly leverage these events for growth, it’s essential to have a strategic approach.

The Power of Face-to-Face Connections

In today’s digital age, the value of face-to-face interactions cannot be overstated. Trade shows and conferences provide a platform for B2B businesses to engage with industry peers, potential clients, and thought leaders in a dynamic and immersive setting. By capitalizing on these events strategically, businesses can foster relationships, generate leads, and ultimately drive growth.

1. Pre-Event Preparation: Setting the Stage for Success

Maximizing the impact of trade shows and conferences begins long before the event itself. Start by thoroughly researching the event agenda, exhibitors, competitors and attendees. Set clear objectives for your participation, whether it’s expanding your network, showcasing new products, or generating leads. Develop a compelling booth design and promotional materials that effectively communicate your brand message and offerings. Market your participation via email, social and your company’s website and blog.

2. Strategic Networking: Quality Over Quantity

While it may be tempting to collect as many business cards as possible, focusing on quality over quantity is key when it comes to networking at trade shows and conferences. Identify key stakeholders and decision-makers you want to connect with and prioritize meaningful interactions. Prepare an elevator pitch that succinctly communicates your value proposition and be genuinely interested in learning about others’ businesses.

3. Engaging Booth Experiences: Capturing Attention

Your booth is your storefront at trade shows and conferences, and it should be designed to captivate attendees’ attention. Create interactive experiences that allow visitors to engage with your products or services firsthand. Incorporate multimedia elements such as videos, demonstrations, or virtual reality experiences to showcase your offerings in an engaging and memorable way. Remember to train your booth staff to be knowledgeable, approachable, and proactive in engaging with visitors.

4. Thought Leadership Opportunities: Sharing Expertise

Trade shows and conferences often include speaking opportunities, panel discussions, or workshops where industry experts can share insights and expertise. Seize these opportunities to position your business as a thought leader in your field. Prepare engaging presentations that offer value to attendees and demonstrate your industry knowledge. Be sure to promote your speaking engagements beforehand using email and social media to attract attendees to your sessions.

5. Post-Event Follow-Up: Nurture Relationships

The real work begins after the trade show or conference ends. Follow up with leads promptly, whether through personalized emails, phone calls, or social media connections. Reference specific conversations or interactions to demonstrate your attentiveness and interest. Continue to nurture these relationships by providing valuable content, addressing any questions or concerns, and staying top of mind until conversion.

Driving Growth Through Strategic Engagement at Trade Shows and Conferences

Trade shows and conferences represent more than just opportunities for businesses to showcase their offerings; they are catalysts for growth and innovation. By approaching these events strategically, small and mid-size B2B enterprises can expand their networks, establish thought leadership, and ultimately drive business growth. By investing time, resources, and creativity into maximizing trade show and conference participation, businesses can unlock new opportunities and propel their success forward.

In the competitive landscape of B2B industries, the ability to effectively showcase your B2B business can make all the difference in attracting potential clients. Thus the way you present your products and services reflects your brand’s identity and influences decision-makers. Showcasing is one of the tools you might consider including in your marketing strategy for 2024. You want to help your small business stand out? Find ways to showcase your B2B products and services. And leave a lasting impression on your target audience.

Elevating Your B2B Showcase Game

When it comes to B2B success, it’s not just about having excellent products or services; it’s also about how you present them. The ability to showcase your B2B business effectively can be a game-changer. Ultimately, you can influence purchasing decisions. You can set yourself apart from the competition. So here are five innovative strategies that can help you elevate your showcase game and leave a lasting impact on potential clients.

Immersive Virtual Product Demos: Step into the Future

With the rise of virtual technology, immersive virtual product demonstrations are a cutting-edge way to showcase your B2B products. In fact, utilizing virtual reality (VR) or augmented reality (AR) provides potential clients with a hands-on experience. Further, it allows them to interact with your offerings in a simulated environment. This not only adds a wow factor but also enhances understanding, making it a memorable experience for your audience.

Interactive Webinars: Engage and Educate

Hosting interactive webinars is a dynamic way to showcase your B2B products or services. Create engaging presentations that allow participants to ask questions, provide real-time feedback, and see your offerings in action. First, use this platform to highlight key features. Next, share success stories, and address pain points your target audience may be facing. Overall, webinars not only showcase your expertise but also build a personal connection with potential clients. We work with Integrated Advisors Network who hosts webinars on topics relevant and helpful for their B2B clients.

3D Product Animations: Transform the Viewing Experience

Incorporate 3D product animations into your showcase strategy to provide a visually stunning and detailed view of your B2B products. These animations can be embedded on your website, shared on social media, or included in presentations. This approach allows potential clients to explore every angle and functionality of your offerings. This helps foster a deeper understanding and appreciation for your products or services.

Collaborative Online Workshops: Hands-On Learning

Offering collaborative online workshops is an excellent way to showcase your B2B products — while providing valuable insights to your audience. Further, these workshops can include interactive sessions. Here, clients can test your products in a controlled environment, ask questions, and receive immediate feedback. So this hands-on approach not only showcases your offerings but also positions your business as a knowledgeable and supportive partner.

Personalized Product Showcases: Tailor-Made Experiences

Lastly, consider creating personalized product showcases tailored to the specific needs and preferences of your clients. Use data and insights to curate a showcase that highlights the features relevant to each potential client. This personalized touch demonstrates a commitment to understanding your client’s business and provides a bespoke experience that resonates with decision-makers.

Unleash the Power of Innovatively Showcasing Your B2B Business

Overall, finding innovative ways to showcase your B2B products is essential for staying ahead. Whether you opt for one of these ideas, or other innovative marketing methods, the key is to create memorable experiences. The goal? Resonate with your target audience. Embrace a showcasing strategy, and elevate your B2B brand. Leave a lasting impact and setting the stage for long-term success.

How Can Lead Generation Benefit Your Business?

Good question! You’ve heard about “Lead Generation” but aren’t sure what that is, how to do it, or if it can help you build your business, right? As a marketing firm that works on lead generation strategies and programs all the time, we’re here to answer your questions. So ask yourself these questions next:

1. Interested in investing in the expertise of what a strategic, seasoned marketing partner can provide for your overall brand? Good. Read further.
2. Ready to invest the resources, time, money, etc. to get there? Better.
3. Know that the fundamentals of a brand architecture, brand strategy, message map, creative brief are key? Your competition and target customer are defined? Best.

Over the past two weeks, we have had new prospects reach out to us regarding lead generation. So, let’s rap about that specifically.

Let’s Get Started

What is it? Lead generation is the process of attracting and engaging your target audience. And then, converting them to customers. Engage your prospects. Build relationships. Turn leads into loyal customers. And loyal customers translate into sales.

Lead Generation Winning Strategies

There are lots. There is no silver bullet, one size fits all. Once all documents are reviewed and goals and target are considered, we recommend the right strategy for each business we work with at Front Porch Marketing.

Let’s name a few:

• Content Marketing. This really should be part of any of the processes below. It hits many buckets: social media, website, SEO and inbound marketing. Providing consistent, relevant content of value and establishing cred and authority with your prospects.
• Conversion Rate Optimization (CRO) and on page. This has to do with your website. Think forms, widgets and pop-ups to attract website visitors and produce leads by collecting information like email addresses for follow-up, or addition to a monthly newsletter.
• Customer Relationship Management (CRM). Platforms and tools — i.e. LinkedIn Sales Navigator, PipeDrive, Salesforce, ZoomInfo — can help identify and reach the optimal target audience for your business. Once you reach your audience these tools also help you nurture them. Turn them into loyal customers via email, SMS and other one-on-one relationship building communications.

What’s Your Next Step?

Our clients reap success using these strategies and tools. We can share success stories related to any of the bullets above. And, we are here to help you. Let us implement a repeatable process of lead generation and then scale it with strategies and tactics to grow your topline.

Oh, Marketing. How Do We Love Thee?

In honor of Valentine’s Day today, we wanted to share some of the things that we absolutely LOVE about marketing. We cover many aspects of marketing in our day-to-day business with clients. We use tried-and-true marketing strategies and tactics that are the bedrock of a solid marketing plan. And there are also trends that we love, so we take advantage of those for our clients as well.

These Marketing Things Are Both Tried-and-True and Also On-Trend

Incorporating these marketing things (strategies, tactics, platforms, approaches) in your business of marketing for a client, is a win-win. First, your clients see results. Then, you look smart. And finally, you’re both successful at growing the business.

Email Marketing

Clients are reaping results from email marketing campaigns. So having the right content and creative are critical. Companies can build a relationship with their customers when email marketing is executed with the reader in mind. Be informative and helpful vs. direct selling, and see an impact on business.

Strategic Paid Traditional and Digital Media Campaigns

Linking these two strategies (traditional and digital) is more effective. First and foremost, invest to meet the target where they are. Approach them in the right mediums. Earn more quality customers by thoughtfully targeting your messaging to impact sales more effectively.

Marketing Leaders Asking the Right Questions

We love this marketing thing: smart leaders. Our clients are smart marketing leaders who are thoughtful in their approach. To start with, we see them asking the right questions. But then we’re asking them the right questions too. This collaboration pays off for both businesses. They want a plan over time, not a one-off initiative. Thus, they are in it to win it for the long haul, and so are we.

Re-evaluate the sales funnel

The sales team might be engaged in selling one-on-one. But it might not be utilizing technology, processes and other tools to continue to engage and grow the engagement. Successful customer engagement and retention includes tactics at every point in the sales funnel. And utilizing powerful tools to scale and automate in conjunction with smart, thoughtful strategies make sense.

Client Loyalty and Retention

It is easier to grow existing business than gain new business. Enter the customer loyalty program. The trend in loyalty and customer retention programs will continue, blurring the lines between physical and digital as 2023 progresses, making customer retention a seamless experience. Loyalty programs incorporate email, text messages, and even print. Clients can grow their infrequent shoppers into brand fanatics using loyalty programs.

Ready to Love Your Company’s Marketing Things?

Think deeper in 2023. Really focus your attention on your customers. Ultimately, create a marketing ecosystem that keeps them informed. Give them insider information. And make their lives easier. This approach is a sure way to see your business grow this coming year. And we would love that for you!

Sustainability is top of mind with consumers. They have more choice than ever on where to spend their money. So more than ever, companies are focusing on sharing their sustainability efforts with their customers. Does sustainability affect consumer buying? The data says yes.

ESG (Environmental, social and Governance) are the criteria used by companies to build value. They organize business objectives around sustainability-focused risks and opportunities. Initiatives can include customers, supply chain, and even employees of a company. So get started! Basically, start by tracking your company’s impact on the environment. Then, measure your sustainability. Finally, share the results. This process can influence consumer interest in your company, your products, and your services.

Sustainability: What is ESG?

The environmental, social, and corporate governance framework highlights three areas where companies can track their sustainability. This can illustrate their impact on the environment.

• Environmental: Does your company strive to preserve the natural world? Chiefly, talk to your consumers about how you are addressing climate change, pollution, water management or greenhouse gas emissions. This information could take the form of a Sustainability Report at the end of the year. We do this for our client Acme Brick every year. You might apply content marketing on your website. Or use social media posts to highlight specific places where your company has excelled.
• Social: Does your company focus on including and supporting a diverse community? Referred to as DEI (Diversity, Equity, and Inclusion), this set of actions enhances employee engagement and retention. Firstly, this could look like employee spotlight blog posts. Or you can engage the public with PR. Additionally, you might establish and promote programs to broaden your talent pool. Or you could support employees by offering training programs, like our client Diamond Brand Gear does.
• Governance: This aspect of ESG covers topics like cybersecurity practices, corruption prevention and management structure. Indeed, talking about your company’s efforts in these areas reassures clients that your company is solid. It can highlight innovation. Generally, you can share posts on LinkedIn touting an advance your company has made in one of these areas, as an example.

Consumers Want to Buy From Companies That Support Sustainability

As 83% of consumers demand more ESG best practices from companies, 91% of business leaders now believe that their company has a responsibility to act on ESG issues. Conclusion? Obviously, consumers want to follow, buy from, and visit these companies more readily than ever before. And it’s not just consumers that want brands to take on these initiatives. 86% of employees say they’d prefer to work for companies that care about these issues. Sustainability has become one of the top issues that people care about.

Sustainability as a business goal is not a trend. Certainly, it is key to creating meaningful relationships with your customers and your employees. First, make sustainability your company’s business goal. Next, set up programs that support sustainability. Then, track and talk about your success. Therefore, this process is a fountain of content that you can share with your customers. Grow meaningful relationships with them centered on sustainability. And in turn, grow your sales based on your customers’ desire to make financial decisions tied to the social good your company is doing.

Marketing items to high schoolers is very different than other age groups. High school means freedom. This includes the ability to get a job, drive, and buy things without asking parents.

Social Media

As the first generation born into technology, Gen Z has grown up with the internet. For high school students in particular, social media surrounds our daily lives, making it easy to access new products and reviews faster. When targeting a high school audience, the first thing you will want to do is create a social media presence, especially on Instagram and Tik Tok.

Marketing to High Schoolers with Trends

For products such as clothing or make up, it is important to follow trends. Stay up to date on the latest styles and aesthetics. In typical high school manner, everyone wants to fit in, this means providing products similar to the current high school style. In regard to social media, creating content that follows popular trends will increase the chances of your product being seen. For Tik Tok, use popular sounds with a unique idea, making the Tik Tok more likely to get on the for you page.

Accessibility and Inclusivity

High schoolers are cheap! Most income comes from a minimum wage job or allowance from parents. The price of a product can immediately deter consumers, especially if is not a well-known name brand. Make sure the price is reasonable for the product. It is also important to make products inclusive to all ethnicities, body types, and genders. Exclusion can create bad reviews and overall dislike for a company.

Visuals

Once the consumer has clicked on the website, visual organization is a key part of reliability and user attention span. As someone who frequently purchases products from Instagram or Tik Tok, the first thing I notice is the website’s aesthetic. If a website looks low quality, chances are the product is also low quality. By using attention grabbing visuals and colors, while also maintaining the clean look, users will trust the product more.  Secondly, in a world of 15 second Tik Toks, the average attention span is much shorter. When websites are difficult to navigate, most users will simply give up. By making products easy to find through a search bar or navigation tabs, people are more likely to stay on the site.

When Marketing to High Schoolers, Think Like One

Overall, when marketing to a younger audience, it is important to think like a high schooler. What you may like or dislike, could be completely different because high school is its own world. One of my biggest pet peeves is when I see a product that would be amazing if one little thing was changed, such as a childish image or an older print. Step outside of your world and think like you are 17 again!

Inquiring minds want to know!

TikTok is in the top six social media networks for 2022. Does that mean that your brand should have a presence? Maybe. Maybe not. To find out if your brand should be on TikTok, take a deep look at the components of your brand: your mission, your audience, your goals, your assets before you just jump right in. Having a plan for any endeavor translates into better success. This includes your brand being on TikTok – no matter how shiny it seems to you this moment.

The social media landscape is continuously evolving.

Social media can be scary to some people and some brands, but exciting for others. And, being aware of new channels and finding the next one for your brand is what a smart marketing leader does. Examine your brand before deciding.

Let us help you answer the TikTok question by asking a few questions.

Brands on TikTok?

1. Who is your target audience?
2. What are your marketing goals?
3. What are your marketing strategies?
4. How much potential does TikTok have for lead generation or driving potential website traffic among your target?
5. Do you have additional resources to support another social media network consistently?
6. Do your internal personnel have the bandwidth or do you have the budget to add incremental dollars to your agency partner’s fees to manage it for you?

There’s not a one-size-fits-all solution to your brand on TikTok.

There are many brands who choose to be on TikTok because it is advantageous for them to do so in some way. But there are also many brands for whom TikTok is not a good marketing channel fit, and their needs are better met by other social media channels more appropriate to their audience, their product, and their goals.

Don’t get shiny object syndrome. Focus on the big picture that fuels the growth of your brand. If TikTok will be a part of that, it will be. You’ll make it happen, but maybe not this year. And that’s ok. It’s a marathon, not a sprint. Plan for your future success first, on this and every possible marketing channel, and you can make the most of the social media channels that are right for you.

Getting marketing and sales on the same page is critical to your brand’s success.

This month, we were honored to attend a client’s 2022 sales kick off meeting in Orlando to see this practice of harmonizing marketing and sales in action. Being with our client in this setting reminded us that cross-functional teams are one of the keys to maximize growth for business success. Smart business leaders and collaborative relationships fuel us, so we wanted to share our top tips for helping marketing and sales work together for greater results.

Sales teams typically focus on talking directly to the customer. The sales process might take a very long time, but the sales team will discover useful information like solving a particular problem, or what pain points a potential customer runs into. These insights can be valuable, especially to the marketing team.

The marketing team approaches the customer in a somewhat different way – focusing on the brand. Increasing awareness of the brand and these brand conversations typically take the form of websites, content marketing, social media and email marketing and advertising.

Often sales and marketing groups seem to have different goals: but in reality their goal is the same – grow the business. They just approach it in different ways. When you harmonize marketing and sales strategies you reap the benefits of shared data on targets and prospects, shared communication, shared processes, and working together to solve challenges that arise.

Four ways to start bringing your sales, marketing and even finance teams together.

1. Discuss with sales what marketing strategies and tools moved the needle in the previous year. Was it messaging, tactics and delivery? Something else? What did potential customers and clients respond to?
2. Planning is key. Make sure that marketing is supporting sales strategies. The marketing team should review annual sales plans and have a meaningful discussion on how they can support the sales efforts.
3. Agree on goals. Not just numbers and target customers, but the terminology. Are you speaking the same language? Using the same metrics and processes?
4. Make sure the finance team is not developing forecasts in a silo. Communicate with them. Just because they can access the CRM does not mean they can create real projections.

Marketing is only as successful as sales; and sales is only as successful as marketing. Harmonize marketing and sales to work together to success. Working together is more important in 2022 than ever before. It is by working together in harmony, that the greater good can be achieved.

Experience trends have changed for clients and customers. Its no longer just about owning your product or using your service – its about your customer’s experience with your brand. Over the last 21 months, our clients evolved themselves into digital and data enterprises. Now, all experiences for our clients and their customers involve technology to some extent. First, they use data to determine next steps in marketing and business. Then, digital insights can drive customer experiences for the better.

Re-evaluate what’s important – your consumer is doing it too.

2022 is not the year to chase all the shiny new things and add unneeded technology. It’s the year to re-evaluate what is important, and do JUST THAT. Digital is not just optional now, its what’s required for business. There is an endless sea of new digital tools, platforms and apps to use for your marketing strategy. But as clients and customers rethink business models and customer journeys, know that 50% of global consumers are re-evaluating what is important to them. They’re doing a little streamlining and optimizing in their own lives, as well as kicking what’s not working to the curb. Be the brand they keep.

Fewer tools; deeper connections.

Focusing on customers can help companies choose fewer, more precise tools that will help them garner deeper knowledge, and create a deeper connection. Getting rid of the digital tools that are not fully focused on getting to valuable customer insight will free up brand’s brain space to focus on what works. Keep an agile mindset as you continue to evaluate and streamline your marketing. This customer experience trend has brands enhancing existing tools that work based on data and analytics. They glean insights to increase customer and prospective customer engagement, loyalty and share of wallet.

Service companies like Super Inspector mine their customer reviews in real time. When the company receives the occasional 3-star rating (instead of a 5-star), the head of customer service immediately calls the customer to ask how they can right the wrong and improve in the future. Using data to improve customer experience is a very valuable practice to them. This simple process helps them form a deeper connection with their customers, inspiring repeat business. 2022 is an experience economy. It’s not just about a product or a service. Think about adding classes, educational videos, white papers to explain complex concepts. Help your customer experience your product or service and incorporate it into their lives.

Lessen the noise; increase focus.

Companies are using data and analytics to cut through all the clutter and noise and really speak to the consumer about what is important to THEM. When companies align their mission with their customers’ mission, relationships are built. Do your customers want meaning? Do they want convenience, speed, knowledge or maybe recognition? Use data to discover what it is that drives them to – or away from – your brand.

For example, our client Diamond Brand Gear is going deeper on its sustainability pillar this year, after reviewing their data. Their customers care deeply about sustainability. In fact, 91% of consumers expect companies to be socially and environmentally responsible. They’re weaving messaging and examples of their sustainability practices into their digital strategies, on social, email and website. One of their goals is committing to becoming a zero-waste factory by the end of 2022. So they’re conveying this messaging and tangible examples of their sustainability practices into their digital strategies. All to connect with their consumer, and show that they care about the same things.

Make digital and data work for you.

2022 isn’t the year to slow down when it comes to digital and data. It’s time to examine some of these customer experience trends, streamline and optimize what’s working for your brand, and get rid of the unnecessary. From using chat bots on SMS to help your company with customer service. From adding the most effective social channel, to building a monthly email newsletter. Adding a blog to adding a layer of transparency to your website regarding the way your company does business. Digital tools and analytic data from your customers can help you be a better company to them. Apply this valuable knowledge to client and customer experiences across the board in your company, and build a deeper connection with your customers this year.

Sales and selling never stops. What you are doing today impacts future sales the next quarter and beyond. Recently, we have heard of companies and non-profits pulling back on their marketing based on success to date, cash flow, lack of resources and/or business leader fatigue, among other things.

We know it is the end of another very long year, and you may be tired and lacking in energy and resources. But going dark isn’t the answer. There are ways to continue marketing efforts with less cash, less effort or less time. Build momentum and keep it going.

Be smart about what you’re doing today – impact future sales tomorrow.

Get the most out of your marketing efforts in a consistent, strategic way.

For instance, if your busy season is Q1, use Q4 to set your strategies, and get your ideas and materials ready so all you must do is hit “go” when you’re at the peak of utilizing your manpower in other areas throughout Q1. Have your plan for next quarter all ready to work for you.

As an example, we have already approved plans and strategies, are securing paid media schedules, and developing creative assets for Girl Scouts Texas Oklahoma Plains’ (GSTOP) Q1 initiatives. Doing this now means they can simply hit send when they are at their busiest time in January – gearing up for Girl Scout Cookie Sales time!

Here are six other ways to market now and help yourself later:

1. Run a brand campaign. You can keep it simple or gear up for a big push. Just make sure you do something to get and keep your name out there. Always remember that new clients or customers take time to make a decision and do research before buying.
2. Make a list so you can check it twice. First, create a list of prospective audiences to whom you can market. Then, build on this base list. This can include:
   a. Past customers / clients
   b. Prospects or past website visitors
3. Check Google trends. Find out what main keywords may be trending that relate to your business. Spend now to get noticed and included in these trends.
4. Develop or redesign your website. Do not wait for Q1 to jump back on this task. Get it done now so it is ready to launch in Q1. 4th Quarter is the perfect time to refresh and update the content on your website.
5. Send those emails. E-mail marketing is cheap and easy but halting your monthly communication will affect results when you start back up. Don’t lose momentum. Don’t rest and count on past success to continue. If you’re not consistent, your sales won’t be, either.
6. Stay active on social media. Your audience is listening, even if passively. Be consistent and engaged. Build your audience now, so they’re with you when all your big news hits next year.

So, when is a “safe’ time to put the brakes on marketing your brand? Around a quarter to … never.

Building and maintaining a successful brand requires continuity. Consistent marketing creates and sustains trust with your audience. Don’t stop marketing your brand when cash and/or resources are low. Don’t stop marketing your brand based upon success to date.

Your brand doesn’t wait while you’re tired. Your brand deserves continuous marketing effort, in some way, to make an impact both now and in your future sales. Don’t ever stop.

Stop and start marketing is not an option for successful brands.

Get out there and keep rocking your brand. Call us to help. The Porch is always ready to roll.